Ensure your brand is part of the emotion that comes with an international soccer tournament

Andy Hart, vice president of Microsoft Advertising (Europe), is a big soccer fan who recalls the highs and lows of following his favorite team over the years – and how technology has changed how he shares those experiences.

“When Arsenal won the league title 20 years ago, I watched it sitting on (or often hiding behind) the sofa at a friend’s house in Camden. Afterward, I celebrated with friends in pub afterward and bought every newspaper I could find to read about it,” he writes, on the Microsoft Cannes Lions blog. “Fast forward to our FA Cup win this year, and I watched it at the famous Emirates stadium whilst tweeting on my Nokia Lumia smartphone and taking selfies with the players, my son and friends at the game.”

He writes that opportunities abound for brands to reach consumers during one of the summer’s biggest events, a certain “highly-emotive and tribal tournament.” They could use sponsorships and advertising (at the game, on TV or online) or join online conversations.

Read more about how brands can be part of the “moments that matter” on the Microsoft Advertising Blog and catch all the news about the Cannes Lions International Festival of Creativity on the Microsoft Cannes microsite.

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Athima Chansanchai
Microsoft News Center Staff